Customer Loyalty and Sales at a heavy machinery operator certification company, Peru

Arche S.T.M.; Cuenca L.J.P.; Aitken H.G.W.; Flor Alicia C.-A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.150

Resumen

The objective of this research is to determine the relationship between customer loyalty and sales in a company that certifies heavy machinery operators in Peru. This study was of mixed approach, non-experimental design and descriptivecorrelational level, where a questionnaire with the Likert scale was used to measure customer loyalty, in addition, documentary analysis was used to determine the sales obtained by each customer, applying it to a population of 120 customers and with a sample of 80. As for the results obtained in the questionnaire applied, Cronbach's alpha coefficient was able to measure the reliability of the instrument, being 0.868, which means, if there is a high relationship between customer loyalty and the relationship with sales in a certifying company of heavy machinery operators in Peru. Finally, it was concluded that the null hypothesis is rejected and the alternative hypothesis is accepted.

Instituciones: Universidad Privada del Norte